Campaigns consist of segments. Each segment holds bookings, which ultimately lead to the assignment of specific advertising faces.
Segment advertising space can be either sold or allocated as bonus inventory. These represent the two possible purchase types.
- Sold – This inventory is no longer available for booking. However, based on contract terms, it might still be classified as a bonus segment.
- Bonus – This inventory is typically offered at a reduced price or as part of a promotional deal. It can be preempted or bumped under certain conditions as outlined in the contract.
In essence, bonuses are a way to track advertising space that is provided free of charge. They are a tool for manually allocating inventory to compensate for performance issues.
It is important not to confuse bonus segments with moveable or pre-emptible inventory. While these concepts share similarities, they have distinct meanings and implications within the system.
Reasons for Bonus Allocation
- Campaign shortfalls – When scheduled content is not delivered, or unforeseen problems like vehicle unavailability, vandalism, repairs, or construction impact the campaign.
- Safety margin – Large campaigns might incorporate a "safety margin" as a bonus segment to cover potential scheduling errors or delivery issues.
Types of Bonus Allocations
- Mandatory – Contractual obligations for large accounts, often built directly into their agreements.
- Optional or Goodwill – Non-obligatory gestures to maintain good client relationships or address unforeseen circumstances.
These are all manually scheduled and are not automatic overflow calculations in Static Campaigns.
Bonus Statuses
- Guaranteed Bonus – This status signifies a commitment to deliver the space to the advertiser at no additional cost.
- Non-Guaranteed Bonus – This status indicates space will be delivered only if available, with no additional cost.
Booking types determine how flexible purchases can be.
- Fixed – The location has been sold and it cannot be moved or pre-empted or changed. Generally, most purchases are fixed.
- Moveable – The location can be replaced by another location of equal value.
- Pre-emptable – The location can be removed from the advertiser with no guarantee of a replacement.
- Void – A location that is included the proposal or contract for informational purposes but is not available.
- Filler – A board that has availability but has general purpose content on it to prevent a blank face.
